AI-Powered Search Evolution and Introduction to NotebookLM

• Emma Farquharson introduces the session, emphasizing the shift from traditional SEO to AI-powered search.
• She explains how modern AI search engines like Google’s AI overview and tools like Search GPT are changing how customers find answers.
• The session focuses on using NotebookLM as a tool for SEO research aligned with modern AI search engines.
• Key topics include surface content gaps, generating AI-friendly FAQs, search intent-driven outlines, and preparing content for generative engine optimization (GEO).

The Evolution of SEO and Its Impact on Businesses

• Emma discusses the historical importance of SEO for small businesses, emphasizing its role in organic search and local SEO.
• She highlights the rise of AI-powered search, which now includes summaries, chat-style answers, and zero-click searches.
• The shift from traditional ranking to being included in AI-generated answers is emphasized, with a focus on content clarity and structure.
• Emma introduces the concept of generative engine optimization (GEO) as a new standard for showing up in AI answers.

Strategies for SEO in the Age of AI

• Emma outlines the need for content to be clear, structured, and authoritative for AI to parse and understand.
• She explains the importance of using natural conversational language, structured pages, and real-world examples in content.
• The session aims to help businesses adapt their SEO strategies to include AI-friendly content.
• Emma emphasizes the need for content to be fact-based, up-to-date, and easy to extract for AI to reference.

Using NotebookLM for SEO Research

• Emma introduces NotebookLM’s “Discover Sources” feature, which helps save time in research by searching the web and importing relevant sources.
• She explains how NotebookLM prioritizes high-authority sources and understands advanced search operators for precise results.
• The importance of reviewing sources before importing to ensure relevance is highlighted.
• Emma demonstrates how to use NotebookLM for a competitor content gap analysis, comparing content from different sources to identify gaps and opportunities.

Competitor Content Gap Analysis with NotebookLM

• Emma explains the process of running a competitor content gap analysis using NotebookLM.
• She demonstrates how to import and compare content from competitors like Asana and Monday.com.
• The analysis helps identify what competitors are doing well and where opportunities exist for improvement.
• Emma emphasizes the importance of using this analysis to inform content strategy and fill gaps in existing content.

Generating Strategic FAQs for AI-Powered Search

• Emma discusses the importance of FAQs in 2025, highlighting their role in AI-powered search and Featured Snippets.
• She introduces a method for generating high-quality FAQs using NotebookLM and real-world sources.
• The process involves using Discover Sources to find relevant questions and importing them into NotebookLM.
• Emma demonstrates how to structure FAQs in a way that is both reader-friendly and AI-friendly.

Extracting and Applying Authority Signals

• Emma explains the concept of authority signals, which AI systems use to determine the trustworthiness of content.
• She demonstrates how to use NotebookLM to identify common authority signals in trusted sources.
• The process involves reviewing sources, highlighting author credentials, external citations, and structured formatting.
• Emma emphasizes the importance of applying these signals to build trust and credibility in your own content.

Semantic Keyword Clustering for SEO

• Emma introduces semantic keyword clustering, which groups related terms and ideas to improve content structure.
• She demonstrates how to use NotebookLM’s Mind Map generator to create a visual breakdown of related topics.
• The process helps identify primary and secondary topics, supporting blog posts, and FAQs.
• Emma explains how to use these clusters to build out content pillars and topical authority.

Keyword Gap Analysis for SEO Improvement

• Emma explains the importance of keyword gap analysis in identifying missed keywords and search intent.
• She demonstrates how to use NotebookLM to extract frequently used keywords from top-ranking competitors.
• The process involves comparing these keywords to your existing content to identify gaps.
• Emma emphasizes the importance of using this analysis to improve content relevance and depth.

Gathering Reliable Data and Insights for SEO

• Emma discusses the importance of using reliable data and insights to support content and build authority.
• She demonstrates how to use NotebookLM to find and extract key statistics, predictions, and original research.
• The process involves reviewing how these insights are presented in top-performing content.
• Emma emphasizes the importance of using high-quality data to make your content more reference-worthy and AI-friendly.